+28% sales growth achieved on less than 1% category spend

HOW ? The combination of : new consumer insight differentiated brand proposition bold but cost effective creative turned flat year on year sales performance to +28% sales growth in just 2 months

The combination of :

new consumer insight

differentiated brand proposition

bold but cost effective creative

turned flat year on year sales

performance to +28% sales growth in

just 2 months

Dextro : an energy tablet that has been traditionally used by diabetics since the 1970s To achieve profit in 2008 Ceuta Heathcare (distributor) needed to find ways to increase interest and sales beyond the traditional To deliver this increase in brand sales, new audiences were identified and convinced to purchase. This meant taking Dextro into the incredibly competitive energy supplements and drinks category .... all with a communications budget equivalent to just 1% of the sector spend ... BACKGROUND

Dextro : an energy tablet that has been traditionally used by diabetics since the 1970s

To achieve profit in 2008 Ceuta Heathcare (distributor) needed to find ways to increase interest and sales beyond the traditional

To deliver this increase in brand sales, new audiences were identified and convinced to purchase. This meant taking Dextro into the incredibly competitive energy supplements and drinks category .... all with a communications budget equivalent to just 1% of the sector spend ...

Key learnings from concept research : Dextro brand awareness was very low Consumers were motivated by natural sources of energy Research including TGI enabled us to define the target audience as energy drink users for increased brand awareness and usage growth DISCOVERY

Key learnings from concept research :

Dextro brand awareness was very low

Consumers were motivated by natural sources of energy

Research including TGI enabled us to define the target audience as

energy drink users

for increased brand awareness and usage growth

Fact : 60% of Britons would rather die early than take any form of exercise (BHF 2007) Insight : we are a nation of armchair athletes who like to take shortcuts – men who love sport but don’t play it, busy mums who are too worn out to exercise, tired office workers with the unused gym membership and exhausted commuters whose journeys are enough exercise for one week DISCOVERY

Fact : 60% of Britons would rather die early than take any form of exercise (BHF 2007)

Insight : we are a nation of armchair athletes who like to take shortcuts – men who love sport but don’t play it, busy mums who are too worn out to exercise, tired office workers with the unused gym membership and exhausted commuters whose journeys are enough exercise for one week

We recommended a broader positioning for the brand : a natural source of energy that could be used by anybody to help them through the day A QUICK AND EASY ENERGY FIX FOR ALL But Dextro needed to make in roads in a highly competitive energy drinks market on a limited budget IDENTIFICATION

We recommended a broader positioning for the brand :

a natural source of energy

that could be used by anybody

to help them through the day

A QUICK AND EASY ENERGY FIX FOR ALL

But Dextro needed to make in roads in a highly competitive energy drinks market on a limited budget

Campaign proposition : Life’s Hard C H E A T THE IDEA

Campaign proposition :

Life’s Hard

C H E A T

CONSTRUCTION Campaign timed to coincide with Beijing Olympics capitalising on legion of armchair athletes relying on papers and the web to provide their updates. large audiences targeted at low cost heavy weight activity to cut through popular press and online core media multiple executions developed to prevent wear out impactful fractional space, highly visual, clearly branded, simple message provided relevant creative for target and positioning environment

Campaign timed to coincide with Beijing Olympics capitalising on legion of armchair athletes relying on papers and the web to provide their updates.

CONSTRUCTION Microsite created brainbodyboost.co.uk Flex booking delivered fantastic relevant positions providing extra oomph ... at no extra cost

EXECUTION

EXECUTION + 28% sales growth Double any previous ROI achieved Sales recorded were highest on record Won the SmART award for Effective Marketing on a Small Budget Nominated at the OTC awards

+ 28% sales growth

Double any previous ROI achieved

Sales recorded were highest on record

Won the SmART award for Effective Marketing on a Small Budget

Nominated at the OTC awards

What do we do? Brand strategy and campaign development. A bespoke creative agency mixing market analysis with lateral thinking. Specialist in premium & challenger brands, especially in alcohol & travel.